1. Chapter 1 - Research in Business
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Donald R. Cooper. (2010). Business Research Methods 11th
授課老師： 洪新原 老師
報告者　： 李冠樺
李蕙伃
李淑蘋

2. Why Study Business Research?
One of the dominant metaphors for understanding organizations is “reading.”
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Reading
Get a handle on a problem
Skilled leaders and managers develop this trained knack for reading situations to allow them to properly diagnose and solve problems in organizational life.
為什麼要進行企業研究?
要了解企業的運作，最好的方法就是去”讀”它。
經由閱讀這樣的訓練→學習到如何掌握問題→領導人及管理者適度掌握閱讀情境的訣竅，以診斷並解決組織內的問題。

3. Why Study Business Research?
Henri Cartier-Bresson coined the phrase, “the decisive moment,” meaning the moment when the subject and its significance come together for a split second.
In this book, it also help you see the decisive moment though a trained capacity to plan, acquire, analyze, and disseminate insights that you mobilize to improve performance in your organizations.
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4. Why Study Business Research?
A systematic inquiry that provides information to guide managerial decisions.
It is a process of planning, acquiring, analyzing, and disseminating relevant data, information, and insights to decision makers in ways that mobilize the organization to take appropriate actions that, in turn, maximize performance.
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5. Why Study Business Research?
Businesses
Regardless of where these decision makers are found or whether their resources are abundant or limited, they all rely on information to make more efficient and effective use of their budgets.
Not-for-profit organizations
Public agencies
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6. Why Study Business Research?
return on investment (ROI)：
At its most simplistic, when we measure ROI, we calculate the financial return for all expenditures.
Business research plays an important role in this new measurement environment. Not only does it help managers choose better strategies and tactics, but business research expenditures are increasingly scrutinized for their contribution to ROI.
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7. Why Study Business Research?
Several factors should stimulate our interest in studying research methods：
Information overload
Technological connectivity
Shifting global centers of economic activity and competition
Increasingly critical scrutiny of big business
More government intervention
Battle for analytical talent
Greater computing power and speed
New perspectives on established research methodologies
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- Lower-cost data collection
- Better visualization tools
- Powerful computations
- More integration of data
- Real-time access to knowledge

8. Information and Competitive Advantage
Managers have access to information other than that generated by business research.
Understanding the relationship between business research and these other information sources—decision support systems and business intelligence—is critical for understanding how information drives decisions relating to organizational mission, goals, strategies, and tactics.
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9. Information and Competitive Advantage
Goals：
For example → Bakery
sales(membership)
market share
return on investment
profitability
customer acquisition
customer satisfaction
customer retention
employee productivity
production efficiency
maximization of stock price(or owner’s equity)
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To assist in making increasingly complex decisions on goals, strategies, and tactics, managers turn first to information drawn from the decision support system, combined with that generated by business intelligence on competitive and environmental activity.

10. Information and Competitive Advantage
Decision Support：
The need to complete one or many exchanges with its prospective customers, members, or constituents drives every organization.
No matter how we define an exchange —a purchase, a vote, attendance at a function, a donation to a cause—each exchange, along with the strategic and tactical activities designed to complete it, generates numerous elements of data.
If organized for retrieval, collectively these data elements constitute a decision support system (DSS).
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11. Information and Competitive Advantage
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Business Intelligence：
A business intelligence system (BIS) is designed to provide the manager with ongoing information about events and trends in the technological, economic, political and legal, demographic, cultural, social, and, most critically, competitive arenas.

12. Information and Competitive Advantage
Strategy：
Strategy is defined as the general approach an organization will follow to achieve its goals.
A firm usually implements more than one strategy at a time.
The discovery of opportunities and problems that influence strategic decisions is often the task of the BIS in combination with business research.
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13. Information and Competitive Advantage
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Tactics:
Business research also contributes significantly to the design tactics —those specific, timed activities hat execute a strategy.
Business research also can be used to help a manager decide which of several tactics is likely to successfully execute the desired strategy.

14. Information and Competitive Advantage
All of the above examples demonstrate the purposes of business research:
To identify and define opportunities and problems.
To define, monitor, and refine strategies.
To define, monitor, and refine tactics.
To improve our understanding of the various fields of management.
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15. Hierarchy of Information-Based Decision Makers
Exhibit 1-2
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16. Minute Maid and the Role of Research
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17. The Research Process: A Preview
Exhibit 1-4
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Chapters 6–14

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Chapters 15
Chapters 16–19
Chapters 20–21

20. Is Research Always Problem-Solving Based?
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Applied research has a practical problem-solving emphasis.
Pure research or basic research is also problem-solving based, but in a different sense. It aims to solve perplexing questions or obtain new knowledge of an experimental or theoretical nature that has little direct or immediate impact on action, performance, or policy decisions.

21. What Is Good Research?
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Exhibit 1-5

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23. Research Studies - ClassicToys
Task : Investigating six companies that are potential candidates.
You assemble a team composed of representatives from the relevant functional areas.
Developing summary profiles of candidate firms based on the characteristics gleaned from the sources.
The final report highlights the opportunities and problems.
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24. Research Studies - MedImage
Task : A prominent health insurance organization has contacted you to promote a new cost-containment program.
You begin your investigation by mining data from patient files to learn how many are using this carrier, frequency of care visits, complexity of filings.
Developing a profile that details the number of patients, overhead, and potential revenue realized by choosing to join the plan.
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25. Research Studies - MoreCoatings
Problem : The owner believes inventory management is a weak area of the company’s operations.
You suspect the present inventory database and reporting system do not provide prompt, usable information needed for appropriate production decisions.
By modeling the last year of business using production, order, and inventory management techniques, you choose the method that provides the best theoretical profit.
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26. Research Studies – York College
Problem : It is eager to develop closer ties with its aging alumni to provide strong stimuli to encourage increased donations and to induce older, nontraditional students to return to supplement enrollment.
Four phases.
Using the data collected, you can predict the initial demand for the community and estimate the growth in demand over the next 10 years.
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27. What Dilemma Does the Manager Face?
ClassicToys : The manager must make a proposal to the president or possibly the board of directors about whether to acquire a toy manufacturer and, if one is to be acquired, which one of the six under consideration is the best candidate.
MedImage : The physicians in the group must decide whether to join the proposed managed health care plan of one of their primary insurers.
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28. What Dilemma Does the Manager Face?
MoreCoatings : The owner of the paint manufacturer must decide whether to implement a new inventory management system.
York College : The president must propose to the board of directors whether to fund the development of a retirement community.
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29. Types : Reporting Research
Providing a summation of data, often recasting data to achieve a deeper understanding or to generate statistics for comparison.
Such a study usually requires little inference or conclusion drawing.
ClassicToys : The researcher needs to know the information acquired primarily in courses in financial management, accounting, and marketing.
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30. Types : Descriptive Research
The researcher attempts to describe or define a subject, often by creating a profile of a group of problems, people, or events.
Such studies may involve the collection of data and the creation of a distribution of the number of times the researcher observes a single event or characteristic (known as a research variable )
MedImage
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31. Types : Explanatory Research
Going beyond description and attempts to explain the reasons for the phenomenon that the descriptive study only observed.
The researcher uses theories or at least hypotheses to account for the forces that caused a certain phenomenon to occur.
MoreCoatings : If problems in the processes could be linked with sales losses due to an inability to make timely deliveries to retail or wholesale customers, then an explanatory study would emerge.
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32. Types : Predictive Research
Just as rooted in theory as explanation.
In business research, prediction is found in studies conducted to evaluate specific courses of action or to forecast current and future values.
The researcher is asked to predict the success of the proposed retirement facility for alumni for York College based on the number of applicants for residency the project will attract.
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33. Thanks for listiening !
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